Organic Wines – A Trail Blazed
Crafting organic wines is nothing new to Mark Davidson, Managing Director and Head of Grape and Wine Production at Tamburlaine Organic Wines.
After all, he's been doing precisely that for too many years to count (without giving away his age!). Mark's commitment to and passion for sustainability practices has led to Tamburlaine becoming Australia's largest producer of award-winning organic wines.
Mark is understandably proud to have vineyards in both the Hunter Valley and Orange certified organic under the Southern Cross Certification. For Mark, sustainability and organics are not a gimmick - they just make sense.
"There's plenty of evidence to prove the harmful effects of modern agricultural practices that aren't organic in nature. We've proven that organic winemaking can be done and works, and I'm excited that consumers are now asking for it," said Mark.
"Historically, before the development and use of agricultural chemicals, all winemaking was, in effect, organic. Tamburlaine is now producing a Petillant Naturel range, going back to the roots of true, old fashioned, organic winemaking."
In 1985, when Mark and a small group of friends and family purchased Tamburlaine, few winemakers advocated organics, and they were considered 'odd bods' or 'hippies'. As a result, they didn't have access to the technology or substitutes available to organic farmers today.
When Tamburlaine started its journey toward organic practices, it did so cautiously and quietly because Mark didn't want the brand to be negatively affected. He was told that it was impossible to do and that there was no prestige in the practice within Australia (unlike in Europe, where some of the world's most prestigious and expensive wines are unashamedly organic). Through a lengthy research and development process, Tamburlaine gradually moved into certified organic status.
Nowadays, Tamburlaine's production has grown to be five times what it was in the 90s, and the market for their wines has also evolved, with consumers now wanting to know the provenance of their food and wine and details of the supply chain from which it comes. There is a growing demand for ethical, organic, and sustainable products that consumers can trust.
To cater to this growing demand, Tamburlaine has a well-developed Organic Rewards program that allows customers to buy wine, earn points, and redeem for cash off purchases. It is a highly successful e-commerce business model that rewards brand loyalty. In addition to this, their customers can now offset the carbon emissions from their orders by selecting to contribute 5c per bottle with any purchase. This contribution will then be invested in accredited carbon abatement projects, which further contribute to Tamburlaine's sustainable legacy.
Tamburlaine's Case for a Cause is another perfect example of sophisticated brand marketing meeting Mark's beliefs in positive action for the world. If consumers purchase a case of wine, $50 from the sale will be donated to the cause of their choice, with several options available to choose from.
"We want to affiliate our brand with community groups, people and causes that add positivity to the world. We want to work with people who are motivated toward positive action, and we actively seek them out to support them and affiliate our brand."
"Looking to the future, I see many opportunities to find new audiences and innovate like this."
Mark's passion for the health and wellbeing of the environment and his fellow humans is a driving force behind the successful organic wineries, which he hopes to leave in the best possible condition for the generations to come. It's an award-winning wine and a positive experience for all.
Visit www.tamburlaine.com.au for more information.